Strategic Communication 101: Digital and Social Media Strategy - Influencer Relations and Campaigns

What This Is

Influencer Relations and Campaigns are a crucial aspect of strategic communication, where organizations partner with influential individuals or groups to promote their products, services, or ideas. This strategic approach matters for an organization's reputation, relationships, and bottom line, as seen in Johnson & Johnson's Tylenol recall, where effective crisis communication helped restore public trust. By leveraging influencers, organizations can reach new audiences, build credibility, and drive business results.

Key Theories & Models

• Image Repair Theory (Benoit): Five strategies (denial, evasion, reducing offensiveness, corrective action, mortification) – choose based on severity and evidence. This theory helps organizations respond to crises by repairing their image and reputation.
• PESO Model: Paid, Earned, Shared, Owned media categories – plan integrated campaigns across all four. This model ensures a comprehensive approach to influencer relations, incorporating various media channels and tactics.
• Social Identity Theory: People derive self-esteem and identity from group membership. Influencer relations can tap into this theory by partnering with influencers who align with the target audience's values and interests.
• Diffusion of Innovations Theory: New ideas or products spread through social networks. Influencer relations can facilitate this process by partnering with influencers who have a large following and are influential in their niche.
• Two-Step Flow Theory: Information flows from mass media to opinion leaders, who then influence their peers. Influencer relations can leverage this theory by partnering with influencers who have a strong following and can amplify the message.
• Public Relations Situational Theory (PRST): A framework for analyzing public relations situations and developing effective responses. This theory helps organizations assess the situation, identify the key stakeholders, and develop a response strategy.
• Rhetorical Situation Theory: A framework for analyzing the context, audience, and purpose of a message. This theory helps organizations develop effective messages and campaigns that resonate with their target audience.
• Influencer Marketing Effectiveness Model: A framework for evaluating the effectiveness of influencer marketing campaigns. This model helps organizations measure the impact of their influencer relations efforts and make data-driven decisions.

Step-by-Step Application

1. Identify the Influencer: Research and select an influencer who aligns with the organization's target audience, values, and goals.
2. Develop a Partnership Strategy: Collaborate with the influencer to create content, promote products or services, and engage with the target audience.
3. Create a Content Calendar: Plan and schedule content across various media channels, including social media, blogs, and email newsletters.
4. Measure Campaign ROI: Track the effectiveness of the influencer relations campaign using metrics such as engagement rates, website traffic, and sales.
5. Evaluate and Refine: Continuously evaluate the campaign's performance and refine the strategy to optimize results.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: Public relations involves building and maintaining relationships with stakeholders, providing accurate and timely information, and addressing concerns in a transparent and honest manner. Example: The Tylenol recall crisis, where Johnson & Johnson's transparent and honest communication helped restore public trust.
• Misconception: "Influencer marketing is just about buying followers."
• Correction: Effective influencer marketing involves partnering with influencers who have a genuine interest in the product or service and can authentically promote it to their audience. Example: The Dove Real Beauty campaign, which partnered with influencers to promote body positivity and self-acceptance.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, and it's essential to have a crisis communication plan in place to respond effectively. Example: The Cambridge Analytica scandal, where Facebook's lack of transparency and preparedness led to a major crisis.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze a real-world scenario and develop a comprehensive response strategy.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as CSR and shared value.
• Strategic thinking: Demonstrate how influencer relations can be used to achieve business goals and objectives.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Acknowledge the situation and apologize for the CEO's behavior. 2. Conduct an internal investigation to determine the facts and take necessary disciplinary action. 3. Develop a response strategy to address the concerns of stakeholders and restore the organization's reputation.

Rationale: This response is grounded in Image Repair Theory, which suggests that organizations should take immediate action to repair their image and reputation in the face of a crisis.

Last-Minute Cram Sheet

• PESO Model: Paid, Earned, Shared, Owned media categories.
• Image Repair Theory: Five strategies for responding to crises (denial, evasion, reducing offensiveness, corrective action, mortification).
• Social Identity Theory: People derive self-esteem and identity from group membership.
• Diffusion of Innovations Theory: New ideas or products spread through social networks.
• Two-Step Flow Theory: Information flows from mass media to opinion leaders, who then influence their peers.
• Public Relations Situational Theory (PRST): A framework for analyzing public relations situations and developing effective responses.
• Rhetorical Situation Theory: A framework for analyzing the context, audience, and purpose of a message.
• Influencer Marketing Effectiveness Model: A framework for evaluating the effectiveness of influencer marketing campaigns.
• APR Code of Ethics: A set of principles for professional public relations practice.
• 'Two-way symmetrical' is not just 'listening' – it's mutual adjustment, not just research to improve persuasion."